Hi,
I'm Mike Nicholls

I shifted into a new role, one that provides unbiased measurement and reporting on post-enrollment campaigns and their effectiveness. Previously, there was little-to-no collection and sharing of this info.

After meeting with key players and learning about current state, an opportunity arose to radically increase transparency via a communications dashboard.

I created a process to collect and transform information across several data sources to stand up this interactive online tool. Then I created filterable views for key measures, such as email & paperless opt-in, web and telehealth registration, mobile and web portal use, email engagement, spend, and other communication metrics.

Quantifying and delivering hard dollar savings wasn't a strong cultural trait for the team. But with an enterprise focus on organizational efficiency, Marketing needed to up their game to demonstrate their bottom-line impact.

I was able to step in and help lead an initiative focused on increasing paperless opt-in, providing much needed structure and rigor to the approach. I consolated assumptions, expenses, savings projections, and other data points into a business case. After fleshing out internally, we collaborated with other business owners to align on our methodology. Ultimately, this earned us a significant investment and convinced cost center owners to reduce spending outlooks based on the realized savings.